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Building Involvement & Identification

Building Involvement & Identification. The sports marketing manager’s take…. The Sports Marketing Manager’s Take . Thomas Federl

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Building Involvement & Identification

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  1. Building Involvement & Identification The sports marketing manager’s take…. Identification: The Manager's Take

  2. The Sports Marketing Manager’s Take Thomas Federl • ATP tour players are required to participate in the "stars" program set up by the ATP Tour. Every player has to spend several hours per week signing autographs or participating in other promotional activities. In Cincinnati many players attend visits to Children's Hospital. Cincinnati's Children's Hospital is the countries premier facility in that regard and it is the tournament's main charity. The tournament has donated close to $ 5 million to the hospital over the years. The funds go to a program called "plus 5", to support children free of cancer for five years or plus Identification: The Manager's Take

  3. ATP tennis 2. The tournament also organizes several autograph sessions every day. The tournament offers additional promotions such as kid's day, high school day, ladies day, .... Kid's day (top right), for example, offers reduced ticket prices for kids under 14 and a practice session is set up including the kids. Lady's day (below right) includes a fashion show moderated by players and an additional autograph session at the end. Identification: The Manager's Take

  4. ATP tennis 3. Several on court promotions include fan and players involvement, such as Spees Serv contests (top) and this years "Serve Up a Warsteiner" contest with a chance to win $1 million during a contest on the Semi finals or Finals day of the 2002 tournament. Other examples for player - fan exposure is a fan tip to a Cincinnati Reds game with Andy Roddick throwing the first pitch (bottom). Identification: The Manager's Take

  5. ATP tennis 4. The picture (right) shows the players' entrance at the stadium with a number of fans waiting for an autograph opportunity. Most of these highly identified fans will spend the most of their time waiting for autograph and photo opportunities no matter who is currently playing on one of the three stadium courts. Identification: The Manager's Take

  6. ATP Fans Identification: The Manager's Take

  7. Matt Fitzgerald • 1) Creating, building, and maintaining connections are a top marketing priority for our organization. However, it doesn't just start and end with our players. And the connections are not solely with the fans. In addition to fan connections, it's also critical to develop connections with members of the media, sponsors, arena operations staff, etc......basically anyone that comes in contact or represents the Maverick organization. It's everyone's job....owner, coaches, players, and other members of the organization to facilitate and nurture these connections. Identification: The Manager's Take

  8. Matt Fitzgerald With respect to specific fan/player connections, we develop and execute a number of initiatives over the year to help build these types of connections. Here are just a few: • a) Mavericks Fan Jam: The Mavs Fan Jam is a free event open to all fans. The event is held on a weekend day before the pre-season starts and features a team autograph/photo session and an inter-squad scrimmage. The carnival like atmosphere allows fans to meet, interact, take pictures with and get autographs from the players, coaches and owner. • b) Pre-season games: At every home pre-season game, 6 players meet-n-greet fans as they enter the arena. Before the tip-off, one member of the team and one member of the coaching staff address the crowd and thank them for their support. There are 4 home pre-season games so each player does at least 2 meet-n-greets. • c) Personal appearances: Each Maverick player is required to make a minimum of 10 personal appearances in DFW Metroplex through-out the season. These appearances tend to be community service oriented ranging from visiting sick children at hospitals; to reading to children at schools and libraries; to building/remodeling a home for the Habitat For Humanity. So over the course of the season, the sum total of Maverick player appearances in the community will be over 150. • d) Our Internet site: dallasmavericks.com offers fans the opportunity to learn more about the organization and their favorite players. A key component to establishing any fan/player connection is providing fans with personal knowledge and information about players so that they feel like they personally know the player. Example: How many people know the story that Michael Jordan was cut from his high school basketball team. The internet is a quick, efficient way to deliver this information. • 2) The highly identified, fanatical fans at our arena tend to paint their faces and body with Maverick colors, wear Maverick merchandise, hold up signs or banners and pretty much stand-up and cheer the entire game. Also, we are seeing more and more of these highly identified, fanatical fans get Mavs logo permanent tattoos. Identification: The Manager's Take

  9. David Stivers From a resort perspective, Pebble Beach fans are our past guests who frequent our resorts on an annual basis. We connect with these fans using traditional marketing vehicles -- newsletters, direct mail offers, our website, email and limited advertising.   We create loyalty and passion for Pebble Beach first through great, tailored customer service.  We  know our customer's preferences and deliver personalized service to him.  Comment cards, quantitative past guest research and focus groups help us score how we are doing.      Identification: The Manager's Take

  10. David Stivers •  Loyalty and passion is further enhanced for our very best customers through participation in our two main golf tournaments (the AT&T Pebble Beach National Pro Am and Callaway Pebble Beach Invitational).  We invite our very best customers (guests and sponsors) to play along side the pros.   Unique to professional golf, the amateurs play at least three of the four rounds and have the chance to make the cut and play on Sunday as well.  A very strong bond between these customers and Pebble Beach occurs when they experience playing our golf courses along side the best golfers in the world.  Identification: The Manager's Take

  11. David Stivers • For spectators at our tournaments, it has become more difficult in recent years for fans to get close to the pro's during the tournament.  So, we've created smaller events prior to the start of tournament play to help fans get closer.  The pro and celebrity golfers are much more comfortable in this environment interacting with the fans.  We have a junior clinic, a past champions shoot out for pros and celebrity shoot out for celebrities.  • The best example of a highly identified fan is a gentlemen who spent his month-long summer vacation here, bringing in a different group of friends each week to play golf.  Over 30 straight days of golf!  I want his job!   Identification: The Manager's Take

  12. Lance Scheetz • The SaberCats try to connect with the fans as much as possible. We start the season with a team/cheerleader/season ticket holder BBQ at our practice facility. This gives our fans a chance to meet the new players, and identify a little with them. Players, cheerleaders, coaches, and front office personnel mingle with the fans. Once the season begins, we open our practices to the public. During the season players are required to make two public service appearances. After our last regular season game, we invite the fans to the ring around the field for a autograph session with players and cheerleaders. At each event, our marketing table has SaberStats for fans. This sheet has all the current stats on our players, and the opposition. Identification: The Manager's Take

  13. Identification: The Manager's Take

  14. Lance Scheetz • For the extreme fan, we have the Extra Point Bonus Package. This package is sold before the season, and consist of one gameday program at each regular season game (with the fans name in it), one media guide, and a special gift. Previous gifts have been, a team foto football, 2001 Western Division Champion Sweatshirt, and this year a team travel sports bag. We will have increased our gameday program sales by close to 100% in three years. New this year, due to poor local media coverage of the team, we have started an email program. Our media relations director now sends electronically a season ticket holder press release twice each month. The key or theme is to touch our fans in anyway possible. We want the fan to tell their family members, friends, and co-workers that they are part of the SaberCat family. Identification: The Manager's Take

  15. Lance Scheetz • Arena Football is a game made for fans. In fact, fans are so close to the action, they could touch players on the field as the game is being played. This rarely happens, but players occasionally are blocked into the seats, or celebrate in them after touchdowns. Most of fanatical fans sit in the first five rows of the corner endzone seats, hoping for their chance to touch a player after a big play. These fans dress in war paints (team colors), color their hair, wear outrageous SaberCat outfits, and a few have megaphones. These fans are loud, and passionate. Quite a few are members of the SaberClaws (team booster club) and make one road trip once each season. In addition, there are approximately five fans who follow the team on the road. Our success has been built on our most loyal fans. Identification: The Manager's Take

  16. Identification: The Manager's Take

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